Case Study Of Eye Tracking In Advertising Testing

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A case study by Medialogue using eye tracking in advertising testing.

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  • The average person sees over 3.000 messages a day  getting the attention of the consumer gets harder and harder
  • Attention tracking research Geheugenmeting Herinnering (recall) Herkenning (recognition)  Stop|watch Fysiologische meting Hersenactviteiten meten (du plesis) Oogbewegingen meten  Eye|watch
  • measuring attention through Eye tracking research = next Logical step
  • Case Study Of Eye Tracking In Advertising Testing

    1. 1. Eye|watch Attention tracking through Eye Movement Registration
    2. 2. In Sanoma… <ul><li>Reach 62% of all women in Belgium </li></ul><ul><li>Top 5 most feminine sites! </li></ul><ul><li>Libelle, Femmes,Flair mobile offer for women </li></ul><ul><li>Tailor made Community Activation campaigns </li></ul>WE KNOW HOW TO COMMUNICATE WITH WOMEN!
    3. 3. Information overload <ul><li>The average person sees over 3.000 messages a day </li></ul><ul><li>Getting the attention of the consumer gets harder and harder </li></ul><ul><li>Importance of an efficient visual communication </li></ul>Attention Tracking Research
    4. 4. Attention Tracking by Medialogue <ul><li>1996 </li></ul><ul><ul><li>Launch of Stop|watch barometer (measuring attention through recognition questions) </li></ul></ul><ul><li>2003 </li></ul><ul><ul><li>2500 advertisements tested in Stop|watch </li></ul></ul><ul><li>2005 </li></ul><ul><ul><li>10 years of Stop|watch barometer </li></ul></ul><ul><ul><li>Publication of Stop|watch book </li></ul></ul><ul><ul><li>Presentation of du Plesis (measuring attention </li></ul></ul><ul><ul><li>through neuroimaging/brainscanning) </li></ul></ul>Source: pdf of Stop|watch book, presentation of du Plesis available on www.medialogue.be
    5. 5. Attention Tracking by Medialogue <ul><li>March 2008 </li></ul><ul><ul><li>Launch of Eye|watch = Attention tracking Barometer (Attention through Eye Movement Registration) in cooperation with Rogil </li></ul></ul><ul><ul><li>Paper on eye tracking methodology </li></ul></ul>Source: paper on eye tracking available on www.medialogue.be Measure the return on impact of your magazine advertisement Stop|watch by Medialogue Anticipate the impact of your magazine advertisement Eye|watch by Medialogue
    6. 6. Eye Movement Registration? <ul><li>One of the most powerful methods to find out how visual communication works is eye movement analysis. </li></ul><ul><li>Integrated infrared EMR camera in flat screens  respondent is not aware of the eye-movement registration equipment. </li></ul><ul><li>Analysis based on the distribution and number of fixations (Fixation = 50-100 milliseconds focus on 1 point) </li></ul>
    7. 7. Advertisement optimization Advertisement pretesting Optimize the design, lay-out, colours, message… of any communication stimulus before launching Is your ad communicating your message? dialogue with your creative people by evaluating your ad in an objective way. Added value of Eye|watch Evaluation of communication power of your advertisement understand why certain advertisements (didn’t) work(ed) and recommendations for improving your advertisment <ul><li>Main questions: </li></ul><ul><ul><li>Which elements of a stimulus are perceived (headline, product, text, logo…)? </li></ul></ul><ul><ul><li>Does the viewer pay enough attention to process the relevant elements (headline, product, text, logo…)? </li></ul></ul><ul><ul><li>When and how intensive are they perceived? </li></ul></ul><ul><ul><li>Are the elements clearly arranged in order to get the message to the consumer ? </li></ul></ul>
    8. 8. Advertisement pretesting: Actimel Case <ul><li>Key visual not clear enough, too dark </li></ul><ul><li>2 text blocks, no added value </li></ul><ul><li>Too much text </li></ul><ul><li>No clear reading pattern </li></ul>Source:Eye tracking Actimel, Rogil (2006-2007) Basic rule: K eep I t S hort and S imple (KISS) 1st version Hotspots
    9. 9. Advertisement pretesting: Actimel Case <ul><li>Product as key visual  works very good </li></ul><ul><li>Increased structure and simplification  clear reading pattern </li></ul><ul><li>Still problematic = text block and main message at the bottom </li></ul>2nd version Hotspots Source:Eye tracking Actimel, Rogil (2006-2007)
    10. 10. Advertisement pretesting: Actimel Case <ul><li>Further simplification of text part increased the attention </li></ul><ul><li>Also increased attention for main message at bottom, but there is still improvement possible </li></ul>3rd version Hotspots Source:Eye tracking Actimel, Rogil (2006-2007)
    11. 11. <ul><li>Multi-client study for Ad testing </li></ul><ul><li>Benchmark your print ad for Eye Tracking database (more than 7000 observations) </li></ul><ul><li>Launch 1st wave = week 12 </li></ul>Eye|watch barometer
    12. 12. Research design <ul><li>Street recruitment via mobile test units </li></ul><ul><li>Eye Movement Registration (5 minutes) </li></ul><ul><li>In-depth evaluation questions: Face to face interview (15 minutes) </li></ul><ul><li>7 ads tested per wave </li></ul><ul><li>6 waves per year </li></ul><ul><li>N = 100/wave </li></ul><ul><li>Quota in line with CIM </li></ul><ul><ul><li>Sex: 50% men - 50% women </li></ul></ul><ul><ul><li>Age: 50% 18 – 44 y.o. / 50% 45 -65 y.o. </li></ul></ul><ul><ul><li>Social groups: </li></ul></ul><ul><ul><ul><li>31% sg 1-2 </li></ul></ul></ul><ul><ul><ul><li>28% sg 3-4 </li></ul></ul></ul><ul><ul><ul><li>23% sg 5-6 </li></ul></ul></ul><ul><ul><ul><li>18% sg 7-8 </li></ul></ul></ul><ul><li>Fieldwork by Rogil, the specialists in Attention Tracking Research </li></ul>
    13. 13. Questionnary <ul><li>Part 1 = Eye Movement Registration (EMR) </li></ul><ul><li>Part 2 = In-depth evaluation questions </li></ul><ul><ul><li>Overall liking </li></ul></ul><ul><ul><li>Key performance indicators </li></ul></ul><ul><ul><ul><li>+ 2 ad specific closed items/questions can be added (within the fixed budget) </li></ul></ul></ul><ul><ul><li>Socio-demographics </li></ul></ul><ul><ul><li>Media usage </li></ul></ul>Source: Moves me, touches me Inspiring Gives me a good feeling Credibility Striking, eye-catching Entertaining Attractive Convincing Call to action Tells me something new Easiness to understand Original
    14. 14. Options <ul><li>Option 1: extra questions </li></ul><ul><ul><li>Extra ad hoc questions for a specific print (open and closed questions) </li></ul></ul><ul><li>Option 2: Sample boost </li></ul><ul><ul><li>Boost sample for specific target groups </li></ul></ul><ul><ul><li>e.g.: Youngsters, 16-24 years old </li></ul></ul><ul><ul><li>N = 50 which all pass the EMR and verbal measurement </li></ul></ul><ul><li>Option 3: qualitative research </li></ul><ul><ul><li>Possibility to interview a sub-sample (N = 10 respondents) </li></ul></ul><ul><ul><li>In-depth qualitative interview (20 minutes) </li></ul></ul><ul><ul><li>Qualitative insights are integrated in Eye/watch report </li></ul></ul>Source:
    15. 15. Practical <ul><li>Input client </li></ul><ul><ul><li>Stimuli (both French and Dutch) in high definition jpg file </li></ul></ul><ul><ul><ul><li>Minimum 300 Dpi </li></ul></ul></ul><ul><ul><ul><li>Minimum resolution 1680x1050 </li></ul></ul></ul><ul><ul><li>Ad hoc questions </li></ul></ul><ul><ul><li> deadline = 1 week before field! </li></ul></ul><ul><li>Output Medialogue </li></ul><ul><ul><li>Eye Movement Analysis </li></ul></ul><ul><ul><ul><li>Hotspots analysis </li></ul></ul></ul><ul><ul><ul><li>Reading pattern analysis </li></ul></ul></ul><ul><ul><li>Evaluation of the ad </li></ul></ul><ul><ul><ul><li>Overall liking </li></ul></ul></ul><ul><ul><ul><li>Evaluation on 10 items (8 fixed items/2 ad hoc items) </li></ul></ul></ul><ul><ul><li>Key findings + recommendations </li></ul></ul><ul><ul><li>PowerPoint report + oral presentation with both Eye tracking and questionnaire data </li></ul></ul>Source:
    16. 16. Output: Hotspots & Reading pattern Source: PRODUCT 89% 0,72s LOGO 80% 0,46s 73% 0,90s HEADLINE TEXT 91% 1,59s 100% 0,79s KEY VISUAL Hotspots Reading pattern 1 5 4 2 3
    17. 17. Not important / Not relevant Doesn’t give new information Unpleasant Incredible Ordinary / Banal Difficult to understand Doesn’t invite to buy the product Makes the brand less attractive Not interesting Not typical product X Important / Relevant Gives new information Pleasant Credible Original / Distinguishing Clear / easy to understand Invites to buy the product Makes the brand attractive Interesting Typical product X Top 2 % Bottom 2 % Output: Evaluation of the ad Source: To what extent does each of the following statements apply to the advertisement? 6 point scale: (fully applies)
    18. 18. Timing Source: <ul><li>Week 48-49 </li></ul><ul><li>Week 46 </li></ul>South <ul><li>NOVEMBER </li></ul><ul><li>Material Week 44 </li></ul><ul><li>Week 44-45 </li></ul><ul><li>Week 42 </li></ul>North <ul><li>OCTOBER </li></ul><ul><li>Material: Week 40 </li></ul><ul><li>Week 40-41 </li></ul><ul><li>Week 38 </li></ul>South <ul><li>SEPTEMBER </li></ul><ul><li>Material: Week 36 </li></ul><ul><li>Week 22-23 </li></ul><ul><li>Week 20 </li></ul>North <ul><li>MAY </li></ul><ul><li>Material: Week 18 </li></ul><ul><li>Week 18-19 </li></ul><ul><li>Week 16 </li></ul>South <ul><li>APRIL </li></ul><ul><li>Material Week 13 </li></ul><ul><li>Week 14-15 </li></ul><ul><li>Week 12 </li></ul>North <ul><li>MARCH </li></ul><ul><li>Material: Week 10 </li></ul>Results Field Region Wave
    19. 19. Budget <ul><li>Eye|watch your ad € 3.500 </li></ul><ul><li>Options </li></ul><ul><ul><li>Option 1: extra questions </li></ul></ul><ul><ul><ul><li>Open question + € 200/question </li></ul></ul></ul><ul><ul><ul><li>Closed question + € 75/question </li></ul></ul></ul><ul><ul><li>Option 2: Sample boost ad hoc </li></ul></ul><ul><ul><li>Option 3: qualitative research + € 2.650 </li></ul></ul>Source:
    20. 20. Contact us Medialogue - n.v. Sanoma Magazines Belgium Telecomlaan 5-7 1831 Diegem tel.: +32 2 776 27 12 fax: +32 2 776 27 93 [email_address]

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